What’s better for clustering your audience/users, using Behavioral or Demographic variables? This is a hot topic since the first websites came along. Since I remember companies use to segment their clients and potencial clients mostly using a Demographic criteria, which means grouping people into groups based on age, sex, income, occupation, religion, race, etc. Historically those variables are classified into Hard, Soft and moment referred ones. 1- Hard Variables: The Hard Variables are the ones that normally never change like the birthdate or name. 2- Soft Variables: The Soft Variables are those that can change from time to time, like level of education or income. 3-
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Life before and after Magic Leap, are you prepared?
I remember that during the first wave of internet we tried to replicated the physical world but inside the browser. So buying cloths online was supposed to be like being in the store, which at that time was just impossible. It wasn’t until the second internet wave (after the crash of the first bubble) that we realized that internet won’t be or supposed to be like the real world. Actually it was able to be better but in a different way. During this second wave was where companies like Amazon came to make a revolution in the way we shop,
Continue readingHere’s why you should develop your own Attribution Model
The good news is that an Attribution model can be a fantastic insight source that can make you generate a huge impact in your company’s bottom line. The bad news is that the impact can be amazingly good or bad, too bad. As you can imagine our industry works similar than any other industry. Standards are set by the market leaders. The most used solution for Analytics in the world is Google Analytics, ergo, the set standard is, as you can imagine, Googlecentric. So Google was telling us that last click is the standard unless, of course, Adwords is involved
Continue readingProgrammatic Buying behind the scene
Following the previous post about what computers can and can’t do, let’s go to the specifics. Fortunately during the last years it has become clear that Data Science has huge capabilities for changing the way we are doing business. One of those cases is programmatic buying. The programmatic platforms have completely changed the way brands invest their media budget and optimize their results. However it is really important to understand that’s behind the scenes in order to really understand what can and what can’t expect from Programmatic buying. What’s programmatic buying: Programmatic buying refers to the technology that allow investing the media budgets through real time
Continue readingHumans vs computers and the consciousness challenge.
Some time ago I was invited to the Webcongress Colombia to talk about the future of Data and how Data can transform the world. It was more than 1,300 professionals expecting to talk about the latest advances in technology. Most of the people I was talking with was really optimistic about what a computers can (and can’t) do. My normal answer is “Computers are stupid and bureaucratic at creating but they work amazingly good at repeating things. On the opposite humans really good at creating but very clumsy at repeating things”. As I wrote in my book Meta Analytics, repetitive
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